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sales courses London Archives - Tadpole Training

Janet Efere, Sales trainer saying 'shhhh'

Take some sales advice – you can win more sales by being quiet!

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As a sales trainer, I often try and get people to shut up more, to win more sales.

So do you know when to shut up?

It matters a lot.

Even among sign language speakers, studies show that typically we leave just a fraction of a second between taking turns to talk. BUT, our perception of silence differs dramatically across cultures – for example –

Research conducted at the University of Groningen in the Netherlands in Dutch and also in English found that when a silence in conversation stretched to four seconds, people started to feel unsettled.

But, here is where it starts to get really interesting – a separate study of business meetings found that Japanese people were happy with silences of 8.2 seconds – nearly twice as long as in Americans’ or anglohones’ meetings.

In the US, there is a saying that ‘the squeaky wheel gets the grease’ while in Japan it’s reckoned that ‘a silent man is the best one to listen to’.

In Japan, the power of silence is recognised in the concept of haragei (belly talk), which suggests that the best communication is when you don’t speak at all. “As soon as you need words there’s already a failure to understand each other so you’re repairing that failure by using words,” says Dr Deborah Tannen, a professor of linguistics at Georgetown University in the US.

WOW!

So, why does this matter in sales?

3-5 seconds is powerful.

I have won deals because I just shut up and let the customer work things out.

Do you think you should be speaking less?

#salestraining
#salestrainer
#salescoach
#listening

Janet Efere looking frustrated

What sales mistakes have you committed?

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What terrible mistakes have you committed in sales? As a sales trainer and sales coach I see loads of sales mistakes, but it doesn’t mean I haven’t committed a few in my time!

One of my worst was at Xerox. As a senior member of the team, I often had the newbies shadowing me.

We had this one call. The trainee hadn’t started yet, but had been on the training. So he was out with me for the day.

I had a meeting. It was with an ideal client. I’d done my research. I knew our solution would work for them.

I conducted the meeting.

It went perfectly (you know when everything works, you ask the right questions, you get the right answers?). It was one of them.

The client gave agreement to go ahead – I needed to submit the quote for it, to be rubber-stamped, but basically all-systems-go!

The trainee was ridiculously excited about how well it had gone – along the lines of ‘that was brilliant – I see how everything fits together, thank you so much Janet for showing me how it should be done”

So far so good.

Then I made my mistake. I can’t even pretend it was something I did …. it was something I didn’t do.

Can you guess what?

Well full marks to you if you got it …..

I never followed up.

I didn’t do the quote.

Then I felt bad because I didn’t do the quote straight away, so then it became this ‘thing’. I couldn’t even ring to apologise I was so embarrassed. Just all that effort down the drain.

Big lesson there.

Just do what you should do in the right order. No bells, no whistles. Just common sense.

Silly Janet (I’m smarter now I hope!)

So what are your howlers – if you’re brave enough to share?

Most people don’t understand sales

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Most people don’t understand sales.

So if you think these qualities will help you sell, they won’t

❌ having the ‘gift of the gab’


❌ never giving up on a deal


❌ having an answer for everything


❌ great sales people are born not made


❌ you have to be confident in sales

Whereas actually …..

✅ what you really need is the ability to ask great questions, shut up and actually listen to the answers


✅ Sometimes it makes sense to give up, so you can focus on the deals you can get over the line. Simple common sense not to bang your head against a brick wall


✅ In sales, as in life, none of us know everything. It’s fine to admit you don’t know something (if you pretend and then get it wrong, you will be in much worse trouble!)


✅ Sales is a skill – like learning to drive a car or ride a bike. It takes practice, so while some people may have an aptitude for it, it also means that anyone can learn it


✅ Confidence is an interesting one. Too confident and it seems like arrogance, not enough and you don’t seem trustworthy. You want to aim for the sort of quiet confidence true masters have.

So if you had some preconceived ideas about sales and selling, I hope this helped you.

Happy selling!

The surprisingly effective sales question you are probably not asking

By | customers, entrepreneurs, sales tips, sales training, Training | No Comments

Some things you learn through training. Some things you learn through actual real life experience. The question I am about to share with you is an example of the latter.

As a sales rookie, I went on loads of training courses which undoubtedly helped me go on to have a successful sales career. However, it is true that you don’t really start to learn the best lessons until you are interacting with real life customers in all their glorious variety! Although I have since come across training which suggests using this question, it is one I stumbled upon by accident and, realising how powerful it was, I still try to incorporate it into as many discussions with customers as possible.

So what is this question? Well it might seem a bit counter-intuitive, but the question is simply this. When you get an enquiry from someone about working with your company, ask them:

“Why are you interested in working with us?”

or, a slight variation of this is when they ask about using a particular service (or indeed buying a product):

“Why are you interested in [insert name of product or service]?”

See – very simple isn’t it?

So why is this such a good question? Well I started using it because I wanted to make sure that prospective delegates were signing up for the right course. There is lots of competition in the training world, as well as a whole raft of different courses offered at different levels with varying objectives and for a wide variety of people. So, I began asking this question to make sure that organisations and individuals signed up to the correct programme that best met their needs.

This is important for several reasons:

  1. Clients often think they know what they want but, after gentle probing sometimes reveal that actually something else is driving them. If I can find out what, I can offer the best possible solution
  2. Business is really not just about taking the money. It can be hard sometimes to question someone who is on the verge of buying, but you have to think long term. Good advice now may yield better results in the future than just the cost of one lost sale. You should be thinking in terms of a lifetime of customer loyalty and you won’t achieve that if you don’t give the best advice you can.
  3. If I get an enrolment and a client comes on the wrong course, they won’t get the maximum results from it, may end up being bored or detached because the content is not relevant and of course, will leave not having achieved their objectives.
  4. This has a knock-on effect within the rest of the class because it changes the group dynamic negatively.
  5. An unhappy delegate will go away without that all-important ‘Wow’ factor, which is so vital. Their feedback won’t be as good and they won’t give referrals as willingly, because the course didn’t meet their needs
  6. Because the overall group wasn’t as engaged, then again, overall feedback is less good with similar results to point 3.
  7. Over time, my brand gets eroded and that is bad for business
  8. The dissatisfied client goes away and has to spend even more money going somewhere else for an alternative solution.

I will admit it’s not always plain sailing. I have had customers visibly surprised when I ask them about why they want to go ahead; after all, in their minds, it felt a bit like I was hesitating to work with them. However, when I explain that I just want to find out what their objectives are, to make sure the course is right for them, then without fail, they understand what I am up to.

Which brings me onto another reason why this line of questioning can be so powerful. By asking why a customer wants to use you (or your service), what will you get? Oh you get something wonderful! You get a list of reasons why they want to buy from you. Pause for a moment and think about that. They actually tell you WHY they want to use you! How fantastic is that? As a salesperson, that has got to be the Holy Grail of selling surely!

It is a super-effective way of making sure you align completely with what customers want. Or indeed, if you can’t help them, you can now save everybody’s time and tell them so – ideally with a recommendation of an alternative supplier.

I not only love the simplicity of this line of questioning, I love the powerful and immediate way it engages with the customer and you get to understand what really motivates them. So much in selling is understanding customers’ needs and to do this effectively, you need to ask powerful and probing questions. So in my book, this is one of the best.

I would urge you to try this question and please let me know how you get on and what results you experience.

Janet is based in Enfield, north London and trains small businesses and entrepreneurs how to sell more. She has recently reached the final of the Institute of Sales and Marketing Management’s national awards (BESMA 2016) in the category of Sales Trainer of the Year and, in November 2015 won ‘Start up Business of the Year’ at the Enterprise Enfield Business Awards.

If you enjoyed this article and you would like to receive a free download: Janet’s 8 Proven Sales Tips, please click on this link now.

Click Here for 8 Proven Sales Tips

success A to in sales

What is the best way to get YOUR sales from ‘A to B’

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How to get your sales from A to B

Would you like to earn more money?

If the answer is ‘yes’, I have another question – would you like to do it easily and authentically?

Assuming you probably said ‘yes’ to that as well, why isn’t everyone sloshing around in too much money? After all, we all seem to want it.

It is probably something to do with the gap between where you are now (A), where you want to be (B) and, most importantly, what to do to BRIDGE that gap.

So where are you now?

  1. Maybe you are stuck in a discounting trap and you are not charging what you are worth
  2. Perhaps you are in a cycle of ‘feast and famine’ because your sales fluctuate
  3. Potentially you are always worried about money
  4. Possibly you see competitors doing better than you, even though your product or service is better than theirs

So where do you want to be instead?

  1. Imagine an endless stream of clients who pay a fair price for what you do
  2. Here you can be working normal hours and spending time with your loved ones and the people who matter
  3. What if you are making a difference to people’s lives instead of treating everyone like a cash machine
  4. Picture being able to have enough money to outsource all the jobs you hate while you so all the things you love

And what is the magic ingredient that can achieve all this? Well, it is sales and selling.

It’s important to focus on this because…

  1. Every business needs sales to survive – if you’re not earning money, it’s not a business, it’s a hobby
  2. Instead of throwing extra money at marketing, you can easily make a ton of sales just by getting better at converting your existing leads or selling more to existing customers
  3. The chances are that you’ve never been taught how to sell, yet there are simple tools and techniques that any business owner can use
  4. You may be able to raise your prices and people will still buy from you, so you will earn more from the same effort

Now is the time to focus on this because….

  1. 4 out of 10 small businesses fail in the first 5 years. That means that nearly half of you reading this might not be here in 5 years time and I don’t want that to happen to you.
  2. The main reason businesses fail is cash flow – and that means sales
  3. It’s noisy out there – social media is bombarding us with messages and adverts from your competitors. You need to make sure you stand out
  4. Lots of small business owners pay their staff and their suppliers before themselves
  5. Once you have lost a day of selling, you will never get that day back – so you will never make up the money you didn’t earn.

So do you want to learn more about how to sell?

You should. Let’s chat:

Janet Efere is an award-winning sales trainer and coach based in North London

5 star tadpole training

Is your sales focus wrong?

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Is your sales focus wrong? 

Most people, when they find out I am a sales trainer, ask, perfectly reasonably, about getting help with skills like closing, overcoming objections or improving conversion rates.

But actually, although these are important, so many people forget (or perhaps don’t realise the importance of) the basics. What do I mean by basics? Well, the stuff that you need to sort out before you even come close to speaking with a customer. The thing is, if you get these basics right, then it makes the whole sales process so much simpler, because you are doing the right things in the right order. You can keep closing ’till the cows come home, but if the customer isn’t interested because you haven’t done the right things at the beginning, you are very unlikely to get the sale.

Let’s have a look at what I mean. Here are some examples:

Belief in your product or service – Without a genuine belief that what you are selling is good, how can you possibly expect others to believe in it enough to part with their cold hard cash? We all have a built in ability to spot when we are being deceived and customers will sense even the slightest lack of confidence on your part – even if they cannot tangibly identify what it is. So make sure you love what you are selling.

Know who your ideal customers are – the chances are that there is a particular group or niche who are the ideal customers for your product or service. If you don’t know who they are, then you will probably waste a lot of time trying to sell to the wrong people.

Know the benefits inside out – if you just list a whole load of features about what you are selling, then you are going to speak a lot, bore your customers senseless and not be very effective at selling. Instead, take time to work out the tangible benefits of every single feature. An old trick to do this is to think of a feature and then say “so what?”. Your answer is the benefit or benefits.

Provide Proof – customers won’t buy from you if they don’t trust you, so make sure you have stories (ideally written down) of how you have delighted previous customers.  Whilst simple testimonials are better than nothing, the ideal type of proof is where you can show how you made a tangible change and helped customers either overcome a problem or achieve an objective.

Keep good customer records – there are loads of amazing CRM systems out there, but none are any good if you don’t actually use them. Even a simple filing card system is OK if it works for you, but you have to use something. Otherwise how will you store customer contact details, notes about conversations, diarise meetings, or manage your sales funnel?

Of course it is good to have an overall knowledge of the skills and techniques which will help you to sell, but if you spend a bit of time making sure these basic things are in place, then selling will be both more pleasurable and more effective.

Happy selling!

Janet is based in Enfield, north London and trains small businesses and entrepreneurs how to sell more. She has recently reached the final of the Institute of Sales and Marketing Management’s national awards (BESMA 2016) in the category of Sales Trainer of the Year and, in November 2015 won ‘Start up Business of the Year’ at the Enterprise Enfield Business Awards.

If you enjoyed this article and you would like to receive a free download: Janet’s 8 Proven Sales Tips, please click on this link now.
Click Here for 8 Proven Sales Tips

sales training - don't say you are the best

Don’t tell customers you are ‘The Best’

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Why I’m not going to tell you I’m the best

Today I got pitched at by an over-enthusiastic insurance sales person. Although I’m not in the market for insurance, the salesperson in me loves to listen to other people’s sales calls because, well, they are fascinating! Anyway, this chap did his pitch and I said I wasn’t interested (so far so normal) and then he asked me ‘Why?’ Now that’s a great sales question – even it he wasn’t doing it in quite the right place. Anyway, I replied that I was happy with my current provider. He then did someone wrong – he proceeded to tell me that his Read More

50p the cost of great customer service

Why Outstanding Customer Service Doesn’t have to be Complicated

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Why Outstanding Customer Service Doesn’t have to be Complicated (or expensive)

This morning I had an almost flat tyre.  Not an actual puncture, but something I noticed last night and forgot to deal with.

I was on the school run, so I had to make sure the children were dropped off on time, then I gently drove the car to the nearest petrol station and parked up by the air machine. Then I realised – I had been on the school run, so all I had was keys and my phone.  No money. I needed 50p.

I did the regulatory scrabble under the seats, in the nooks and crannies and glove compartment and came up with ….36p. Not enough.

Faced with the choice of driving home and possibly damaging the tyre, or throwing myself on the mercy of the staff at the petrol station, I chose the latter.

“Excuse me, I need your help – I’ve got a flat tyre and I’ve only got 36p. Is it possible…….?”

I never got the chance to finish. The man behind the counter walked off, grabbed something and plopped a 50 pence coin into my hand.

I started to thank him and promised to call by later. He just waved me away and smiled.

Now, I am sure he is a kind man who just wanted to help a fellow human being, but he actually did so much more than that – through his simple act of kindness he made a potentially complicated day suddenly simple and helped a rather frazzled mother on the school run calm down instantly.

Longer term though, he will be the winner. Of course he will get his 50p back. But he will get much more. Because of my gratitude and the fact that I will remember that feeling of panic which he diffused, I will use his petrol station again. In fact, I will probably make a point of using it even more. So he will sell me petrol, the children will ensure we buy sweets and drinks, I will definitely use the car wash and it is likely that we will make various spur of the moment purchases, just as everyone does.

He will reap far more than 50p. Maybe knows it, maybe he doesn’t, but if he treats all his customers like me, I have a feeling he will have a very successful business.

So, if you are in Edmonton, London, go to the Jet Garage at 134 Hertford Road. There! Now he’s got a referral too!

See how that 50p has grown?

Happy Selling!

5 star tadpole training

teenage boy good at sales

13 years old knows how to cold call better than me?

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He’s 13 years old, so obviously he knows how to cold call better than me!

OK – It’s Hallowe’en and I’m doing Trick or Treating with my 2 children and their 9 year old cousin. Clear instructions are issued:

  • Only go to the houses with pumpkins or decorations outside

  • Be polite

  • Don’t be too scary (he’s a good kid, but at 13 my son towers above many of the householders)

So off we go. Instructions are followed, sweets are collected, everyone is happy.

After a while, we meet with another cousin, the same age as my son. His loot is so impressive he has nearly filled a rucksack. We join forces and continue. His strategy, however, is different from ours. Read More